The Ideal Home Exhibition is spending Ãº200 000 on an exhibition design scheme by Jasper Jacob Associates. This is the first time professional design skills have been used, according to the exhibition organiser.
JJA was approached by Michael Franks, new managing director of the Home Interest division of DMG Exhibition Group, which organises the exhibition.
“I saw some of [Jacob’s] other work and realised that design could make the Ideal Home Exhibition an inspiration, instead of just playing safe. It has looked a bit like a shopping mall in the past,” says Franks, who assumed his new role last year.
Franks and Jacob have introduced an exterior display of clouds and an inflatable “room” outside London’s Earls Court Exhibition Centre, which will host the show from 15 March to 9 April.
“I want to warm up the building so people see something has changed from the moment they arrive, and encourage them to take an interest in the design”, says Franks.
Outsized features by Jacob include a fireplace, door, Daily Mail, “Welcome” mat and umbrellas at the information booths. “They’re enormous, like Alice in Wonderland,” Franks adds. Jacob is also designing a food hall.